Owners
History
2023: MTS bought "Subtleties of Tourism"
On May 11, 2023, MTS announced the purchase of the Tourism Subtleties portal, one of the largest travel media in the CIS market with an average monthly audience of 2.5 million visitors. This publication will be included in the MTS Travel group, which is starting to develop its own online travel magazine. Financial transactions were not disclosed.
It is specified that MTS Travel has acquired the rights to the platform and content of the Tourism Subtleties portal, trademarks and a database of excursion offers around the world. The deal between MTS Travel and LLC Sales Subtleties is structured as a purchase of intellectual property rights (IP-deal) and does not imply the purchase of a legal entity and the transfer of a media license, the MTS press service added.
It is assumed that the Tourism Subtleties project will, among other things, contribute to the growth of the audience of an online magazine and shop windows with hotels, as well as become a source of MTS Travel advertising revenue. It is planned to integrate it with the AdTech vertical of the MTS group.
 | According to our research, users purchase services in the travel segment no more than two to three times a year, while they search for travel information at least twice a month. Therefore, travel services that develop their own content projects have much more opportunities to attract customers and form a loyal audience. Own media will allow MTS Travel to contact users more often and create a habit of accessing the service in various travel situations, - said the media publisher MTS Travel Lidiya Strakhova. |  |
As for the online magazine MTS Travel, it will consist of ready-made routes, useful instructions, tourism news, gastronomic selections, hotel and restaurant recommendations, and advice from local residents. Own media will help increase the recognition of the MTS Travel brand, increase traffic to the showcase with hotels and reduce the cost of attracting customers, according to MTS.[1]
Notes
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